Hasta La Gadget!

Click for our 2008 Tokyo Girl’s Collection report

The Tokyo Girls Collection is best known for blending forward-thinking e-commerce strategies with the appeal of a classic stadium extravaganza. While three dozen popular domestic fashion brands stage runway shows of their latest looks, audience members can purchase the items as seen immediately with their mobile phones through a dedicated mobile retail site. The event also eschews typical fashion world exclusivity by offering a general admission ticket for just $40 (less than a typical concert ticket), regularly attracting a crowd of 20,000 plus teens and 20-somethings.

According to organizers, a remarkable 57 million yen ($580k) worth of merchandise was sold during the event as users accessed their phones to grab the latest looks as they were first revealed on the catwalk.

Below is a report from our friends at Diginfo News

Event producer Branding Inc. is the media company behind top portal and retail websites Girlswalker.com and Fashionwalker.com. According to a survey conducted last season by the company, 85.6% of respondents in their teens or twenties spend nearly 100 minutes on the mobile internet per day and more than 70% have used their mobile phones to shop at least once in the last year.

Now in its 8th season the Tokyo Girls Collection also features an increasing number of partner booths and presentations, collaboration projects, and spin-off activities in addition to the mainstay fashion shows and pop singer performances. Event partners include leaders from diverse industries, such as cosmetics, automotive, and food & beverage.

Trend Potential
The Tokyo Girl’s Collection is a big deal, not just for fashion, but for mobile, e-commerce, publishing, New Media, and more. This is why we go to every TGC and document it top to bottom with sound analysis on the trends, marketing collaborations, and technology behind the events. For our full report and the connection to related global trends, you’ll find it all in the Trendpool. For companies and individuals interested in experiencing the action themselves, our Tokyo Trend Tours can integrate the next TGC event with a full retail experience in the city.